Distribution is a critical element to a successful content marketing strategy. While platforms like LinkedIn and Facebook have sponsored content options that’ve made it easier for B2B marketers to distribute content to targeted audiences, they don’t come close to the level of personalization and segmentation you can get with email marketing. In fact, 74 percent … Continued
Successful PR isn’t just about quality content. It is making sure your content reaches and resonates with your audience. Most of our manufacturing clients are trying to reach engineers and for many years, print media was the best avenue to do so. But as younger engineers enter the workplace, trade publication readership is on the … Continued
Did you know December is Awareness Month of Awareness Months month? There seems to be a day, a week or a month to raise awareness, recognize or celebrate just about anything. And, as ridiculous as “Awareness Month of Awareness Months” might be, I’m going to capitalize on this opportunity to recommend how your company can … Continued
Labor Day signaled the end of summer. It’s still only September, though, so how can we be thinking ahead to 2018 PR planning? The reality is, the new year will be here soon. The best B2B PR programs stem from strategic planning and definitive business goals. Being ready to hit the ground running when the … Continued
The current healthcare structure and culture can limit healthcare professionals’ interpersonal communication. While modern healthcare organizations are touted as being knowledge intensive, research is showing that bureaucratic, hierarchical and intra-professional barriers still exist when it comes to facilitating knowledge sharing. Why should healthcare companies care? Because gaps in communication can impact the adoption speed of … Continued
B2B PR is evolving at a rapid pace. What once was heavily driven by press releases and print media placements has embraced a mix of earned, owned and paid to promote on digital and social platforms. Another major, more recent shift is an outside-in approach to storytelling (i.e. speaking to customer needs rather than internally-focused … Continued
PR is one of the best and fastest ways to enhance search rankings. Over 80 percent of B2B interactions begin with search, so where and how you show up matters. Not showing up at all is the same as being invisible to prospective customers. Search engine rankings 101 When search engines see a high-level of … Continued
Spokespeople play critical roles in PR programs. As the faces of companies, they are primary links between internal (businesses) and external (media, customers, general public) audiences. While the role of a company’s spokesperson varies, the job description often includes participating in media interviews, authoring contributed articles, participating in speaking engagements and attending tradeshows. Whether you … Continued
The role of public relations for healthcare companies is critical – and complicated. Compelling product or service information helps companies stand out, but they must pay careful attention to how media and consumers will translate it. Ask yourself: “Does it set realistic expectations?” “Does it promise what it delivers?” and “Do I have enough data … Continued
When your company has a good story it is important to maximize its influence. In B2B PR we strive to extend our healthcare and manufacturing client’s stories beyond the original in an effort to reach the largest audience base. The press release, once a staple of public relations, is now only thought of as a … Continued